• by Karlene Lukovitz  @KLmarketdaily, September 21, 2023

Yahoo Advertising’s direct-to-publisher platform, Yahoo Backstage, is expanding its connected TV capabilities by establishing direct, server-to-server connections with FreeWheel, Magnite’s SpringServe and Publica by IAS.

The connections will allow CTV publishers to easily extend their inventory and give advertisers direct access to it, according to the partners. 

Available exclusively to Yahoo DSP clients, Backstage, launched in June, offers a direct path to the inventory of Yahoo properties such as Yahoo Sports and Yahoo Finance and more than 100 publishers, including 40 CTV publishers.